Considered by many the best-run airline in the world, Singapore Airlines was named the 17th most admired company in 2007 by Fortune. Even today, while other airlines are plummeting, Singapore Airlines continues to succeed. Flying High in a Competitive Industry explains exactly how the company does it.
This revised edition goes in-depth with analysis of the airline industry’s key trends, as well as how SIA is able to sustain its innovation and cutting-edge strategies in the face of increasing cost pressures, industry crises and the constant push towards commoditization.
In short, this book gives corporate leaders the inside secrets for how to outperform and thrive--even in industries where seemingly no one is making money.
About the Author
Loizos Heracleous is an associate professor of the Said Business School at Oxford University.
Jochen Wirtz is an associate professor of marketing at the National University of Singapore and an associate fellow of the Said Business School at Oxford University. He founded the UCLA-NUS executive MBA program.
Nitin Pangarkar is an associate professor of marketing at the National University of Singapore.
